Job description

POSITION TITLE: VP of Sales and Marketing Revenue Generation

REPORTS TO: Chief Marketing Officer, Chief Executive Officer

SUPERVISES: Director of Digital Media, Director Event Sales, Director of Tourism Marketing, Manager of Ticketing, Membership Manager, Director of Media Relations

EXEMPT OR NON-EXEMPT: Exempt

PERCENTAGE OF FULL TIME EMPLOYMENT: Full Time**

PRIMARY RESPONSIBILITY:

The Vice President of Sales and Marketing Revenue Generation is responsible for the organizations overall marketing strategy, to include: developing the structure of the businesss marketing department, approving marketing campaign ideas, and coordinating marketing efforts with the companys financial and branding goals.

The Vice President of Sales and Marketing Revenue Generation responsibilities includes marketing communications (including advertising, promotions and public/community relations), market research, and program pricing. The position is also responsible for corporate partnerships and sponsorships, the marketing and attraction of off-site guests through hotels and travel companies, and the development of promotions including digital pre-sales & digital fundraising. As a senior staff officer, s/he will collaborate with other departments to ensure a comprehensive effort to progressively increase local, national and global marketing initiatives and CMA awareness. The incumbent must maintain an excellent communication framework across the various organizational functions and share best practices among the revenue stream managers in order to maximize revenue production. S/he will be an active member of the organizations senior leadership team.

ESSENTIAL JOB FUNCTIONS:

• Assist the C-Suite and Board of Directors to design the companys overall mission, vision, and strategic goals.
• Contribute to sales innovation, strategic business development, and the profitability of Clearwater Marine Aquarium. Maximize the companys operating performance by helping to achieve financial goals.
• Evaluate the success of Clearwater Marine Aquarium in achieving its goals, and formulating plans to correct issues if the company is not achieving its goals to ensure continual growth.
• Use independent judgement and discretion to identify ways to increase revenue and decrease costs, analyze financial reports, and prepare operating budgets.
• Maintain awareness of competitors, expansion opportunities, customers, markets, and new industry developments and standards.
• Attend regular meetings with the Board of Directors and share relevant company information specific to area of oversight. Serve as liaison between Clearwater Marine Aquarium and the Board as needed.
• Use independent judgment and discretion to set overall marketing and advertising goals with the CEO and CFO. Develop budgets and annual plans based on these goals for each area of oversight.

• Develop, propose, and fully implement all approved marketing and advertising initiatives for CMA, including but not limited to the following areas:

• Gate admission revenues
• Retail & wholesale sales
• Educational Camps and programs
• National and local corporate sponsorships
• Website monetization
• CMA Membership program
• Private events

• Develop and track metrics and success criteria for all marketing and advertising programs and activities.
• Plan campaigns with coupons, giveaways, and/or contests to bring attention to and create interest in Clearwater Marine Aquariums products, exhibits, or services.
• Sales performance: Sales strategies and tactics should aim to sell each product or service with a focus on generating the most revenue possible.
• Use research to identify likely customers for products, exhibits, and services of Clearwater Marine Aquarium
• Undertake market research studies and analyze the results in order to better understand the market and the consumers tastes.
• Pricing strategies: Prices for each product or service should correlate with the perceived value of that product or service to ensure availability that generates the highest return.
• Pricing execution: The position should ensure there are tools and processes in place for determining optimal prices that align product/service marketed.
• Customer satisfaction: The CMA communication processes should maintain a complete customer feedback loop including Trip Advisor and other sources to ensure customer satisfaction.

• Negotiate advertising contracts.
• Develop plans to drive attendance (local, tourists, and other Florida residents.) Includes a comprehensive Tourism Marketing Plan
• Develop plans to maximize per capita revenue when guests are visiting CMA
• Manage all digital assets for CMA to effectively build brand awareness and drive revenue, including developing a Digital Fundraising plan
• Identify and launch new social media platforms, as warranted
• Identify special exhibits that can visit CMA
• Refine and maintain brand standards across CMA
• Develop and execute special promotions and programs to drive increased awareness and attendance (ex: Reptile Palooza.)
• Responsible for the development and execution of the sales and marketing plan for the private events program at Clearwater Marine Aquarium. Actively market the venue for client event bookings, create and execute event sales strategy to support the sales efforts including advertising, web updates, email campaigns, memberships, conferences, and industry outreach plans
• Advertising and promotion effectiveness: Expenditures on marketing and advertising activities must generate revenue and be analyzed and refined to isolate the activities that generate the greatest ROI.
• Efficiently and effectively manage the Marketing Expense Budget
• Direct consumer research to enable data-based marketing and sales decisions.
• Develop and provide monthly analytics on all key programs to the C-Suite, with action steps on areas that need improvement
• Responsible for events outside the regular business days. May require considerable hours over 40 per week. Evening and weekend hours may be required. Attendance is expected at events to support the overall team and solidify client relationships

EDUCATION/EXPERIENCE REQUIREMENTS:

• Demonstrated experience with innovation and motivating team members
• Must be able to work independently and exercise discretion and good judgment in problem-solving and decision making.
• Substantial experience working with business and industry press.
• Current working knowledge of the industry, and willingness to maintain that knowledge
• 10+ years of experience in marketing and advertising experience in comparable industries with 5 years in a senior management position, including management oversight of at least 2 staff members.
• Bachelor Degree in marketing or related fields or equivalent professional experience required. Masters Degree preferred.
• A true desire to satisfy the needs of others in a fast-paced environment.
• Refined verbal and written communication skills.
• Experience in meeting sales goals in excess of $10M plus
• Experience with institutional branding and communication is highly desired.
• Both for-profit and non-profit experience a plus
• Ability to work well under pressure and to adapt to changing priorities
• Professional demeanor in critical and fast paced stressful environments.
• Ability to work independently, be a self-starter, manage multiple projects simultaneously, set and manage priorities, and meet deadlines.
• Experience in the strategic planning, implementation and management of comprehensive fundraising campaigns is desired.
• Demonstrated strength in professional communication, including writing and editing, with the ability to supervise others in this capacity.
• Ability to plan and manage at both strategic and operational levels.
• Proven track record of developing and implementing marketing strategies that have consistently met or exceeded planned objectives with regard to driving attendance and revenue.
• Must demonstrate strong problem solving and solutions-oriented decision-making skills
• Demonstrated ability to work collaboratively with colleagues and staff to create a results-driven, team-oriented environment.
• Understanding and appreciation of the mission of CMA and an ability to effectively communicate that mission.
• Ability to work nights, weekends and holidays as necessary

PHYSICAL REQUIREMENTS:

• Ability to sit and type frequently
• Ability to communicate via telephone (mobile or landline) frequently
• Ability to stand for long periods of time frequently
• Ability to lift 50 pounds occasionally

The Clearwater Marine Aquarium reserves the right to revise job descriptions or work hours as required.

All job requirements are subject to change to reflect the evolving position requirements or to reasonably accommodate individuals with disabilities. Some requirements may exclude individuals who pose a threat or risk to the health and safety of themselves or other employees. This job description in no way states or implies that these are the only duties to which will be required in this position. Employees will be required to follow other job-related duties as requested by their supervisor/manager (within guidelines and compliance with Federal and State Laws). Continued employment remains on an at-will basis.
Company is an equal opportunity employer, and does not discriminate in employment on the basis of race, color, religion, sex (including pregnancy and gender identity), national origin, political affiliation, sexual orientation, marital status, disability, genetic information, age, membership in an employee organization, retaliation, parental status, military service, or other non-merit factor. Clearwater Marine Aquarium participates in E-Verify, please view the Notice of E-Verify Participation and the Notice of Right to Work.

Job Type: Full-time

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